Telegraph uses first major brand campaign in 10 years to demonstrate power of the written word

At a time when fake news has become more prevalent, the Telegraph has launched its first major brand campaign in 10 years that seeks to demonstrate the power of the spoken and written word, and the increasingly important role of quality journalism.

The creative, called ‘Words chosen well’, utilises famous cultural references – from politics, to sport and pop-culture – to highlight how one word can evoke iconic moments in history. This includes Martin Luther King’s ‘dream’, the first man on the moon’s ‘leap’ and Muhammad Ali’s ‘float’.

‘Words are powerful. Choose them well’ is the closing line of the campaign, as the publisher looks to prove the importance of curation, insight and analysis, in a world in which words have the power to not only affect the course of history, but also distort the truth (see the misuse of the term fake news).

Robert Bridge, chief customer officer at the Telegraph, said: “Quality journalism has never been more important but in an era of fake news it’s vital that we continue to raise awareness and encourage reappraisal of the Telegraph amongst new audiences, on whichever platform they use.”

The campaign will make its debut in a 40-second spot during one of the year’s TV highlights: the Game of Thrones finale on Monday 28 August. It will then be rolled out across TV, cinema, out-of-home, audio, digital and print.

To support the campaign a new brand hub has been created on the Telegraph’s website. The hub will be updated through the course of the campaign with exclusive content around the concept of 'Words chosen well'.

The platform builds on the Telegraph’s broader Think Ahead brand positioning and the belief that knowledge, information and insight are the keys to moving forward in today’s world.

The campaign was created by Adam&Eve/DDB in collaboration with the Telegraph’s in-house marketing and creative teams. The media planning was handled by Fetch.

Mat Goff, joint-chief executive of the agency, said: “We’ve created a campaign with the team at the Telegraph that not only champions the quality of the Telegraph, it also contains a strong competitive message and provokes consumers into thinking carefully about the news they choose to follow. We’re very excited about it."